Kinda ridiculous, isn’t it? Reading this should remind you to read your own site, your own marketing copy, your own definitions.

What claims are you making? Do you really believe them? What are you saying? Does it make any sense? How are you describing your product? Is it accurate or just a sea of adjectives that look good and sound good together? What story are you telling or selling? Whatever it turns out to be, are you really OK with it? Deep down inside, is it something you’re proud of?

This sounds like a product package that was designed by a committee, and they forgot the editing process after all the ideas were in. By trying to be all things to all people, they ended up with a whole lot of words that don’t really mean anything to anyone. I bet the manufacturer would sell a lot more if they just picked the top 2 or 3 benefits that actually matter to customers, and focused the messaging on those instead.

On a side note, it’s rather funny to see that “synergize” - possibly the most meaningless word in all of tech marketing - has found its way to consumer products, too.

JF

That’s one more reason I love Method. In a category where this kind of meaningless manifest of flowery attributes is the norm, Method talks to the consumer like a wry friend. From the back of a Method bottle of White Tea natural hand wash:

“we’re not sure how the olive branch came to symbolize peace. but we do know that olive oil is the key to making this creamy hand wash skin-friendly and super moisturizing. with natural antioxidants like vitamin A + E. be warned, skin this soft may inspire sponataneous nudity.”

And then there’s this genius commercial, which pulls off the clever hat trick of making you want to buy their products for everything they’re not – while never even mentioning their product.

Dean

on 08 Feb 10

True, and as a marketer, I agree, with your point. Keep in mind, however, that somewhere along the way, someone BOUGHT this soap. And if you were reading it in the bathroom, it was someone in your organization or household. They probably chose it because it was next to a bottle of soap that did not have as many adjectives on it.

Also, it is probably from P&G, and they are genius marketers. There may be something valuable on that bottle of soap. Maybe in it as well.

Having spent some time with THE LADIEESSS, I have a strong suspicion that this is not a marketing failure. No doubt this kind of puffery does in fact sell more hand soap. Don’t forget, not everyone in the world responds to the “SIMPLE AND NO B.S.” mantra that 37sig & its readership espouse (sad as that may be…)

Imagine the type of consumer who buys 4 celebrity magazines a week. Are they the “Getting Real” type? Or the “Harmonize and replenish blah blah blah” type? The latter, I’d guess, and that’s exactly who these soaps are targeted at.

We have been battling for clarity and focus (aka simplicity) in consumer packaging and labeling for decades, here. And, I am pleased to report that the tide is turning, despite the example made in this post.

More of our CPGC clients (large and small, local and international) are beginning to appreciate the marketing and aesthetic advantages of less versus more.